Lakme unveils skin care range to retain youth

Hindustan Unilever (HUL), the maker of Lux, Lifebuoy soap and such brands, is out with Youth Infinity, a range of creams for women in their late 20s, under its brand Lakme. The creams, the company claims, will help women retain their young-looking skin before it starts losing its elasticity and firmness.

The Lakmé Youth Infinity range had insta-collagen boosters and luminising pearls that tightened and brightened the skin, the company added. “In its endeavour to address every woman’s intrinsic need for a younger, sculpted look it is essentially the best of your 20’s skin — the firmness, the radiance and the youthfulness,” HUL said in an emailed response.

The company has launched its first ever serum from Lakme, the Youth Infinity firming serum priced at Rs 899 for 30 ml. It has launched a firming day cream priced at Rs 699 for 50 gm and Rs 299 for 20 gm, a firming night cream priced at Rs 699 for 50 gm, a firming eye cream priced at Rs 475 for 15 gm and a firming facial foam priced at Rs 450 for 130 ml.

“Anything young and fair is well accepted in India. Lakme is a strong brand in the Indian market and is associated with beauty and grooming, making it a logical move,” said Jagdeep Kapoor, managing director of Samsika Marketing Consultants.

Unilever, HUL’s Anglo-Dutch parent, has so far extended the 50-year-old Lakme cosmetic brand into a complete beauty brand spanning colour cosmetics and skincare and extending to beauty services through the network of Lakme Beauty Salons.

Women in the age group of 30 and above are getting very selective about the type of products they choose, according to a recent report on the cosmetic industry by Associated Chambers of Commerce and Industry of India (Assocham).

“As older women have more cash and are more conscious of their appearance, especially skin, they are willing to spend more on separate sets of creams and lotions that target problem areas. These women are also more open to buying higher-priced products,” the report said.

“Products falling in the price range of Rs 50 to Rs 200 are in the mass-market category. The middle market price can range from Rs 200 up to Rs 1,000. In the high-end market, pricing can range from Rs 1,000 to about Rs 10,000. Finally there is the premium range of products where the pricing can touch up to Rs 50, 000,” according to the report.